Beyond Meat has announced a UK ambassador partnership with former England footballer and broadcaster Karen Carney, timed to a push around summer retail occasions, including BBQ season and National Hamburger Day.
Carney, who won Strictly Come Dancing in 2025 and currently serves as lead female pundit for TNT Sports and ITV, will front recipe content and media activity for Beyond Meat throughout 2026, with a focus on products including the Beyond Burger, Beyond Sausage, and Beyond Steak Pieces.
Taste and convenience driving plant-based interest
The campaign is underpinned by new consumer research conducted via the Vypr Predict platform, polling 998 UK adults between late April and early May 2026. The findings indicate that flavour (66%), convenience (46%), and healthy, balanced options (42%) are among the primary considerations when Brits choose home-cooked meals. Nearly six in ten respondents said healthy eating can feel too restrictive or unrealistic, while 42% said better taste would encourage them to try more plant-based meals, followed by higher protein options and easier recipes, each cited by 23%.
Ellie Stevens, Head of Brand UK at Beyond Meat, said: “Karen is a wonderful ambassador for Beyond Meat. She brings authenticity, authority and mainstream appeal, from elite sport and broadcasting to women’s health and modern lifestyle conversations. Together, we want to show more people that Beyond Meat products offer a delicious, easy and high protein solution, whether you’re a committed meat-reducer or simply curious to try something new.”
A plant-based convert with a performance story
Carney, who holds 144 caps for England and competed in four World Cups and four European Championships before retiring in 2019, said she has followed a plant-based lifestyle for several years. “I’ve followed a plant-based lifestyle for years and Beyond Meat products are high in protein and a really simple way to enjoy the foods I love, like burgers, sausages, wraps, bowls and quick dinners, without feeling like I’m missing out.”
She added: “There is a misconception that you’re going to lose power and strength but that hasn’t been my experience. Once my body started to adapt, my recovery was better, my stats were better and I felt better in myself.”
UK push as Beyond Meat seeks recovery
Beyond Meat has faced a difficult period commercially. The company, listed on NASDAQ, filed its most recent quarterly report with the SEC in May 2026 and has been working to recover market share after significant revenue declines in recent years. The UK remains one of its more active markets, where plant-based meat retail sales, while down from their peak, continue to outperform many other European countries in per capita terms.
Products featured in the campaign are available through major UK retailers and selected foodservice partners.
